The American Seniors Housing Association announced Wednesday that it has begun the second phase of a public relations campaign promoting the senior living industry in the midst of the pandemic.

The campaign includes videos — one featuring community staff members, another with husband-and-wife residents, and another highlighting adult-child influencers — and related banner advertisements designed to give prospective residents and their families confidence that the industry is making the right decisions at the right times on behalf of residents, ASHA said.

The campaign also includes digital video advertising, online display, paid search, paid social media posts, and owned social media advertising and uses the hashtag #realseniorliving. All direct people to ASHA’s Where You Live Matters consumer website.

The first phase of the campaign, conducted May through July, reached more than 15.7 million people and engaged more than 1.3 million people, according to ASHA. That phase used media sites such as the Wall Street Journal, the New York Times, the Washington Post, the Boston Globe, the Atlanta Constitution-Journal, the Chicago Tribune, the Dallas Morning News and the Los Angeles Times. Messaging, meant to respond to negative lay media coverage of the pandemic, highlighted real-time adjustments that communities were making in battling COVID-19.

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